Inside the World of Summi Summi
- 7 minutes ago
- 4 min read
She's the designer who doesn't buy into fast fashion micro trends, creating instead pieces that evoke personality. Meet Ashleigh Vallis, the founder and designer of Australian fashion label Summi Summi.
If you had to personify the label how would you describe Summi Summi?
If Summi Summi were a person, she'd be the one who books the flight before she's planned the itinerary. She's equal parts romantic and mischievous, effortlessly dressed but never trying too hard. She notices the little things, laughs loudly, collects memories over possessions, and wears colour like a state of mind.
How did you start your fashion career?
I didn't come from a traditional fashion background, which in hindsight has been one of my biggest strengths. Before Summi Summi, I worked across floristry, aviation and motherhood, experiences that taught me creativity, resilience and how to connect with people in meaningful ways.
I started Summi Summi from a simple desire to create clothing that made people feel something. Building the brand from outside the fashion bubble meant I wasn't following the usual rules or chasing trends. Instead, I trusted my instincts, focused on creating original pieces with personality, and grew the brand organically through a community that connected with our point of view.
Summi Summi started in a very unexpected way. I was 24 when I borrowed $2,000 from my parents to start the brand. At the time, it wasn’t even a women’s label—it began as a kidswear brand, born from a very personal frustration. I wanted to dress my daughters in beautiful, unique pieces, but I couldn’t justify the price of the designer options I loved.
So I decided to create them myself. What started as a small idea around making special pieces for my own children quickly grew into something bigger. Over time, the brand evolved into women’s fashion, but the original intention has always stayed the same, creating pieces that make people feel something, celebrate individuality and bring a little more personality into everyday dressing.
What would you consider to be the perfect pieces to have this season? From your own collection and generally speaking.
For me, the perfect wardrobe is all about balance, pieces that excite you, mixed with timeless staples you’ll reach for again and again. A great pair of denim is always essential. I love having a few different fits to play with, like our latest Soho and Beam Jeans, which can be styled endlessly. Then it’s about adding something bold and unexpected, a piece with colour, print or personality that makes an outfit feel uniquely yours. The magic is in the mix, effortless basics paired with statement pieces that bring your wardrobe to life.
Your current collection is colourful with a hint of retro, how important is it to design pieces that are universally appreciated?
I think the most important thing is creating pieces that people connect with emotionally. While colour, print and a hint of nostalgia are part of Summi Summi’s DNA, we always design with wearability in mind. For me, universal doesn’t mean everyone has to wear the same thing, it means creating pieces that allow different women to express themselves in their own way. A statement print can be styled boldly or paired back with denim and everyday basics. The goal is to create pieces with personality that still feel effortless and become favourites in someone’s wardrobe.
Where do you draw your inspirations from?
We draw inspiration from everywhere and nowhere at the same time. It can be a city we’ve travelled to, a colour combination spotted in a market, or something as simple as a shell we find washed up on the beach. Sometimes inspiration comes from the most unexpected places, even the mundanity of grocery shopping, noticing a vintage package, a flower arrangement, or a beautiful moment in everyday life. We’re constantly collecting little details and emotions that eventually find their way into our designs.
Who are you designing for, who is your client, do you actually have some idea of a person in mind when designing or are you designing what you personally like?
I think the beautiful thing about Summi Summi is that our customer isn’t defined by age, location or a particular lifestyle. She’s someone who values individuality, has a sense of playfulness and isn’t afraid to wear something that makes her feel good.
There is the constant debate of size-inclusivity, what are your views and how do you decide on your size range? Is it difficult at times to cater for all body shapes and sizes when you have a specific design in mind?
When we design, we think about the woman wearing the piece first, how it moves, how it feels, and how she can make it her own. Our size range is considered based on our production capabilities, fit, fabrications and the integrity of each design, but we’re always listening to our customers and looking for ways to improve. The reality is that not every design will suit every body type, and we don’t believe it has to. Personal style is about finding the pieces that make you feel confident and comfortable in your own skin. That’s why we focus on creating a diverse collection with different silhouettes, shapes and styles, so there is something for every woman to connect with and make her own.
Can you describe your own personal style?
I’m drawn to clothing that feels effortless but still has personality, whether that’s a bold print, a vintage-inspired piece or something unexpected mixed back with everyday basics. I don’t believe in saving things for a special occasion. I love wearing pieces that make me feel good, even if it’s just for a regular day. For me, style is about self-expression and not taking fashion too seriously.
Are there any other brands besides your own that you wear?
Of course! I love pairing [Summi Summi] prints with brands that are more minimalistic and tailored, such as DISSH, Mossman and Bayse Brand.
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